JAWNA YOUTH SPORTING PROGRAMME
Helping to increase the number of Qatari youth's involved in sport by engaging them on a "cool" level by introducing an awards based programme.
Hills Balfour met with groups of Qatari youth to uncover the drivers for them to live a more active life. Using our previous experience with adidas in 2012 Olympics we devised a fully automated rewards based system for taking part in activities. Based on the values of ‘street, style and sport’ a new movement was launched - Jawna - meaning “your place” - a brand that put on a series of events that youth simply had to attend and invited all new members to choose what events came next. Ultimately all the businesses of Qatar would become partners to supply rewards that members receive the more they live an active life.